FORWARD THINKING
Starburst — A Joyful Redesign That’s Perfectly Squarish
For Starburst, authentic brand truth was hiding in plain sight—those perfect squares fans instinctively stack, mix, and reimagine into personal flavour combinations. We watched people turn candy into self-expression. That...
The Accidental Consumer Brand That Needs Intentional Love
ChatGPT became the fastest-growing consumer brand by accident. Now OpenAI must make intentional brand decisions to protect love and trust....
Jaguar Isn’t Selling Cars Anymore (And That’s Genius)
Everyone got Jaguar's rebrand wrong. The controversial campaign wasn't brand suicide—it was strategic brilliance. Here's why it's working....
Stop Making Business Decisions
In times of pressure, it’s easy to default to what’s measurable—efficiency, cost, ROI. But great brands aren’t built that way. This piece explores why choosing brand-first thinking leads to deeper...
Part 2. Research for Distinction
In Part 1: Researched to Average, I outlined how our obsession with research is averaging everything to death. But the solution isn't to abandon data, it's to use it strategically....
Part 1: Researched to Average
Researched To Average. How Our Data Obsession is Optimising Everything to Nothing, and the cost is huge. When every brand looks the same, every brand becomes interchangeable....
How Nike Lost by Retreating From the Real World
Nike didn’t just lose market share—they gave it away. A sharp look at how retreating from visibility undermined brand power, and what it means for every modern marketer....
Apple’s Empire Was Built on Brand Decisions. Is It Still?
Every great company faces a fork in the road: Optimise the business you’ve built—or stay true to the brand that built it. The business lens says: squeeze more revenue, ship...
The Sobriety Paradox: Chasing Gains, Losing Magic?
Sobriety offers benefits, but are we discarding aspects of human connection & creativity? Explore the 'Sobriety Paradox' & a nuanced future for alcohol....
